The Pulse
Amazon Announces Selling Partner Plugins for Quick and Claude
At Amazon Accelerate, the company announced plugins linking sellers’ accounts to its Quick assistant and Claude, alongside upgrades to Seller Assistant and Seller Central.
AI.info Team ·
Amazon announced Selling Partner plugins for its Quick assistant and Anthropic’s Claude at Amazon Accelerate in Seattle on September 23. The plugins let sellers link their Amazon selling accounts to external AI tools, giving those tools access to sellers’ catalogs, real-time metrics and recommendations, Amazon said.
The announcement came alongside a major upgrade to Seller Assistant, Amazon’s AI tool inside Seller Central. The company says the redesigned assistant connects information about sales, inventory, advertising and compliance across a seller’s business. It draws on more than 100 seller metrics and can coordinate workflows involving hundreds of steps.
Amazon also introduced Canvas, a new visual workspace, as part of a redesigned Seller Central built around connected workflows. The company described the changes as its biggest upgrade to how sellers manage their Amazon businesses in a decade.
Seller Assistant and the new plugins
The company’s announcement included a demonstration of the Selling Partner plugin for Quick and the plugin for Claude. Amazon described the tools as a way for sellers to link their accounts directly to external AI tools. Its announcement identified the two plugins but did not detail additional integrations.
During the demonstration, Richard Brown, founder of sneaker-care brand Proof Culture, connected an AI assistant he had built, called Lisa, to his Amazon selling account. Lisa used information from Brown’s news feed to flag a sneaker release expected that Friday. It also surfaced a supplier cost increase on one of his best-selling products.
Brown asked Lisa how the higher cost would affect his margin and whether his inventory could cover a demand increase after the release. The assistant compared his supplier’s figures with sales pace and stock levels from Amazon. It reported that his margin would tighten and that he could run short as demand peaked, then recommended price adjustments for two products and drafted an inbound shipment.
“You don’t need to build what I built,” Richard Brown, founder of Proof Culture, told the audience. “I build because I love it, that’s my thing. The hard part was never the AI. The hard part was getting my selling data into it, and that’s the part that’s now simple with the plugin. Just connect your account and start asking questions.”
Amazon did not describe in its announcement the plugins’ specific account permissions, approval process or connection time. The company’s account focused on the tools’ ability to bring selling data into AI assistants and on the example shown during the live demonstration.
Quick subscription and Seller Central changes
Amazon also announced a free 12-month Quick Plus subscription for every Amazon seller. The subscription covers the primary account holder and two additional users designated through Seller Central, according to Jose Kunnackal John, Amazon’s director of Product Management.
“Amazon Quick is a complete AI workspace for your selling business,” John told the audience. “It is not a chatbot or a search bar. It is an intelligent assistant that knows your business.”
Seller Assistant’s update is focused on Amazon’s own Seller Central dashboard. During the presentation, Amazon showed the assistant identifying a potential category opportunity for a fictional seller, Jordan, and suggesting that Jordan bundle planters with vases. It also built a fourth-quarter scenario plan in under 10 minutes.
Amazon sellers at the event described different benefits from the changes. AJ Dudon, owner of All-Fit Automotive, said the assistant could serve as a chief operating officer for his business. Rebecca Quirk, director of Amazon for Wallaroo Hat Company, said new dashboards were giving her team direct access to data that previously required her to download reports, make charts and share them.
“I’m getting back almost two hours every morning,” Quirk said. She added that her team can now bring her suggestions, with more proactive activity across the company.
Laura Lady, founder of FryAway, said Amazon bringing information into one central hub would save time. The announcements combine new Seller Central features with named plugins for Quick and Claude; Amazon’s presentation also included seller accounts of how the updated tools might fit into their daily operations.